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Perception Analyzer Research Philip Morris as Development Test, Denver and Columbus [Parts 1-3] (1999)

Topics: tobacco, cigarette, marketing research, corporate responsibility, youth, charitable donation, business activity, alcoholic beverage, food, advertising, tobacco control, public relations, Browse by keywords in UCSF industry videos

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Ratings of various commercials designed to raise public opinion about the Philip Morris Companies. A graph showing the extent to which people liked or disliked the company is superimposed on a video of the commercial. The ratings were taken in January and February 1999 in Denver and Columbus, Ohio. There are four groups of participants: a general audience, Generation X, parents, and opinion elites. The commercials focus on Philip Morris' philanthropic ventures, its employment policies, youth tobacco education efforts, and an acknowledgment of its past mistakes.

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